U.S. patent application number 12/058640 was filed with the patent office on 2008-10-02 for keyword advertisement using ranking of advertisers.
This patent application is currently assigned to NHN Corporation. Invention is credited to Byounghak Kim, Minuk Kim, Ki Ho Song.
Application Number | 20080243617 12/058640 |
Document ID | / |
Family ID | 39795926 |
Filed Date | 2008-10-02 |
United States Patent
Application |
20080243617 |
Kind Code |
A1 |
Song; Ki Ho ; et
al. |
October 2, 2008 |
KEYWORD ADVERTISEMENT USING RANKING OF ADVERTISERS
Abstract
A method of providing a keyword advertisement and a system for
executing the method are provided. The method of providing the
keyword advertisement includes: generating and maintaining an
advertiser history ranking by using an advertiser keyword purchase
history; and ordering the keyword advertisement display with
respect to a user keyword by using the advertiser history ranking.
In this instance, the advertiser keyword purchase history includes
mapping information between an advertiser and a keyword purchased
by the advertiser for each advertisement group or for each
advertisement campaign.
Inventors: |
Song; Ki Ho; (Seoul, KR)
; Kim; Minuk; (Seoul, KR) ; Kim; Byounghak;
(Seoul, KR) |
Correspondence
Address: |
KNOBBE MARTENS OLSON & BEAR LLP
2040 MAIN STREET, FOURTEENTH FLOOR
IRVINE
CA
92614
US
|
Assignee: |
NHN Corporation
Seongnam-si
KR
|
Family ID: |
39795926 |
Appl. No.: |
12/058640 |
Filed: |
March 28, 2008 |
Current U.S.
Class: |
705/14.39 ;
705/14.54; 705/14.73; 707/999.003; 707/E17.014 |
Current CPC
Class: |
G06Q 30/0239 20130101;
G06Q 30/0277 20130101; G06Q 30/02 20130101; G06Q 30/0224 20130101;
G06Q 30/0256 20130101; G06Q 30/0231 20130101 |
Class at
Publication: |
705/14 ; 707/3;
707/E17.014 |
International
Class: |
G06Q 30/00 20060101
G06Q030/00; G06F 17/30 20060101 G06F017/30; G06Q 10/00 20060101
G06Q010/00 |
Foreign Application Data
Date |
Code |
Application Number |
Mar 30, 2007 |
KR |
10-2007-0031533 |
Claims
1. A method of running a keyword advertisement service, the method
comprising: providing a database comprising a plurality of keywords
and a plurality of advertisers, who have purchased one or more of
the plurality of keywords for the keyword advertisement, wherein
the database identifies one or more of the keywords purchased by
each advertiser; counting the number of keywords purchased by each
advertiser; ranking at least part of the plurality of advertisers
based on the number of keywords purchased by the advertisers,
thereby generating a rank of each of the at least part of the
plurality of advertisers; and using the ranks of the plurality of
advertisers for further processing.
2. The method of claim 1, wherein the plurality of keywords are
sold to advertisers for the keyword advertisement, wherein each
keyword sold to an advertiser is associated with an advertisement
or a keyword-linked page designated by the advertiser, wherein the
keyword advertisement is performed such that, in response to a
search using a first one of the plurality of keywords, at least one
first advertisement associated with the first keyword is displayed;
at least one first keyword-linked page associated with the first
keyword is anchor-tagged on a search result page for clicking
through to the keyword-linked page; or the at least one first
keyword-linked page is opened on a user's terminal.
3. The method of claim 1, further comprising receiving a search
query using a first one of the plurality of keywords; conducting a
search using the search query to obtain a search result;
formulating a search result page comprising the search result and a
plurality of anchor-tags for opening anchor-tagged pages associated
with the first keyword, wherein the ranks are used to determine an
order of the plurality of anchor-tags appearing on the search
result page; and transmitting the search result page to a user's
terminal.
4. The method of claim 1, further comprising: receiving a request
for subscribing the keyword advertisement from a first one of the
plurality of advertisers; and using a rank of the first advertiser
in formulating terms of a keyword advertisement contract with the
first advertiser.
5. The method of claim 4, wherein formulating comprises determining
whether to apply a discounted rate for the keyword advertisement
contract with the first advertiser.
6. The method of claim 1, wherein the database further identifies a
plurality of categories for at least part of the plurality of
keywords such that a subgroup of the plurality of keywords belong
to one of the plurality of categories, wherein computing the number
of keyword purchased by each advertiser is performed for the
keywords of the subgroup, and wherein ranking is performed within
the subgroup so as to generate the rank among the advertisers who
have purchased one or more keywords of the subgroup.
7. The method of claim 1, wherein ranking is performed with respect
to all of the plurality of advertisers, who have purchased one or
more of the plurality of keywords that are subject to the keyword
advertisement service.
8. The method of claim 1, wherein ranking is based on the number of
keywords that are presently subject to the keyword advertisement
service.
9. The method of claim 1, wherein ranking comprises sorting the at
least part of the plurality of advertisers further based on the
purchase date of the one or more advertisement keywords.
10. The method of claim 1, wherein using the ranks comprises
publishing the ranks so that the plurality of advertisers can
access the ranks.
11. The method of claim 10, wherein publishing further publishes at
least one incentive for higher ranked advertisers along with the
ranks.
12. A method of running a keyword advertisement service, the method
comprising: providing a database comprising a plurality of keywords
and a plurality of advertisers, who have purchased one or more of
the plurality of keywords for the keyword advertisement, wherein
the database identifies one or more of the keywords purchased by
each advertiser; providing a weight assigned to each of at least
part of the plurality of keywords; performing a mathematical
operation using weights of one or more keywords purchased by each
advertiser so as to generate an index for each advertiser; ranking
the indexes of the at least part of the plurality of advertisers,
thereby generating a rank for each of the at least part of the
plurality of advertisers; and using the ranks of the plurality of
advertisers for further processing.
13. The method of claim 12, wherein the mathematical operation
comprises at least one of summing the weights of the one or more
keywords purchased by each advertiser and multiplying the weights
of the one or more keywords purchased by each advertiser.
14. The method of claim 12, wherein the plurality of keywords are
sold to advertisers for the keyword advertisement, wherein each
keyword sold to an advertiser is associated with an advertisement
or a keyword-linked page designated by the advertiser, wherein the
keyword advertisement is performed such that, in response to a
search using a first one of the plurality of keywords, at least one
first advertisement associated with the first keyword is displayed;
at least one first keyword-linked page associated with the first
keyword is anchor-tagged on a search result page for clicking
through to the keyword-linked page; or the at least one first
keyword-linked page is opened on a user's terminal.
15. The method of claim 12, further comprising receiving a search
query using a first one of the plurality of keywords; conducting a
search using the search query to obtain a search result;
formulating a search result page comprising the search result and a
plurality of anchor-tags for opening anchor-tagged pages associated
with the first keyword, wherein the ranks are used to determine an
order of the plurality of anchor-tags appearing on the search
result page; and transmitting the search result page to a user's
terminal.
16. The method of claim 12, further comprising: receiving a request
for subscribing the keyword advertisement from a first one of the
plurality of advertisers; and using a rank of the first advertiser
in formulating terms of a keyword advertisement contract with the
first advertiser.
17. The method of claim 16, wherein formulating comprises
determining whether to apply a discounted rate for the keyword
advertisement contract with the first advertiser.
18. The method of claim 12, wherein the database further identifies
a plurality of categories for at least part of the plurality of
keywords such that a subgroup of the plurality of keywords belong
to one of the plurality of categories, wherein computing the weight
of keyword purchased by each advertiser is performed for the
keywords of the subgroup, and wherein ranking is performed within
the subgroup so as to generate the rank among the advertisers who
have purchased one or more keywords of the subgroup.
19. The method of claim 12, wherein ranking is performed with
respect to all of the plurality of advertisers, who have purchased
one or more of the plurality of keywords that are subject to the
keyword advertisement service.
20. The method of claim 12, wherein ranking is based on the number
of keywords that are presently subject to the keyword advertisement
service.
21. The method of claim 12, wherein ranking comprises sorting the
at least part of the plurality of advertisers further based on the
purchase date of the one or more advertisement keywords.
22. The method of claim 12, wherein using the ranks comprises
publishing the ranks so that the plurality of advertisers can
access the ranks.
23. The method of claim 22, wherein publishing further publishes at
least one incentive for higher ranked advertisers along with the
ranks.
24. A system of running a keyword advertisement service, the system
comprising: a database comprising a plurality of keywords and a
plurality of advertisers, who have purchased one or more of the
plurality of keywords for the keyword advertisement, wherein the
database identifies one or more of the keywords purchased by each
advertiser; means for computing the number of keywords purchased by
each advertiser; means for ranking at least part of the plurality
of advertisers based on the number of keywords purchased the
advertisers, thereby generating a rank of each of the at least part
of the plurality of advertisers; and means for using the ranks of
the plurality of advertisers for further processing.
Description
CROSS-REFERENCE TO RELATED APPLICATION
[0001] This application claims the benefit of Korean Patent
Application No. 10-2007-0031533, filed on Mar. 30, 2007, in the
Korean Intellectual Property Office, the disclosure of which is
incorporated herein by reference.
BACKGROUND
[0002] 1. Field
[0003] The present disclosure relates to a method of providing a
keyword advertisement and a system for executing the method, and
more particularly, to a method and system of providing an
advertiser, purchasing a large number of association keywords for
each advertisement group or for each advertisement campaign, with
benefits of priority in display order of the advertisement and
discounted rates for advertising services.
[0004] 2. Discussion of the Related Technology
[0005] Keyword advertisement is a form of advertisement exclusively
displayed in a search result page when a user performs a search
using a search string containing a keyword which an advertiser has
purchased. Since the keyword advertisement tends to show
advertisement contents to only the people having interest in a
specific product or a specific item, the keyword advertisement
tends to be a more effective means of advertising and may increase
the click rate of the advertisement.
[0006] FIG. 1 illustrates a method of providing a keyword
advertisement according to a conventional art.
[0007] A search engine 101 extracts a search result from a database
104 using a search word received by a search page 103 from a user
terminal 102, generates a search result page 105 with respect to
the search result, and provides the user terminal 102 with the
search result page 105. Specifically, the search engine 101
extracts a keyword from the search word, and verifies whether the
keyword advertisement with respect to the keyword exists. When the
keyword advertisement with respect to the keyword exists, the
search engine 101 provides the search result page 105 with the
keyword advertisement. Accordingly, an advertisement for a portion
in which a user of the user terminal 102 is interested may be
provided. In this instance, the display order of the keyword
advertisement is generally determined when the keyword
advertisement is purchased.
[0008] However, as described above, since the exposure order of the
keyword advertisement is simply determined for each random keyword
when the keyword is purchased, a method of providing the advertiser
purchasing the large number of keywords with specific benefits does
not exist.
SUMMARY
[0009] One aspect of the invention provides a method of running a
keyword advertisement service, the method comprising: providing a
database comprising a plurality of keywords and a plurality of
advertisers, who have purchased one or more of the plurality of
keywords for the keyword advertisement, wherein the database
identifies one or more of the keywords purchased by each
advertiser; counting the number of keywords purchased by each
advertiser; ranking at least part of the plurality of advertisers
based on the number of keywords purchased by the advertisers,
thereby generating a rank of each of the at least part of the
plurality of advertisers; and using the ranks of the plurality of
advertisers for further processing.
[0010] In the foregoing method, the plurality of keywords may be
sold to advertisers for the keyword advertisement, wherein each
keyword sold to an advertiser is associated with an advertisement
or a keyword-linked page designated by the advertiser, wherein the
keyword advertisement is performed such that, in response to a
search using a first one of the plurality of keywords, at least one
first advertisement associated with the first keyword is displayed;
at least one first keyword-linked page associated with the first
keyword is anchor-tagged on a search result page for clicking
through to the keyword-linked page; or the at least one first
keyword-linked page is opened on a user's terminal.
[0011] The method may further comprise: receiving a search query
using a first one of the plurality of keywords; conducting a search
using the search query to obtain a search result; formulating a
search result page comprising the search result and a plurality of
anchor-tags for opening anchor-tagged pages associated with the
first keyword, wherein the ranks are used to determine an order of
the plurality of anchor-tags appearing on the search result page;
and transmitting the search result page to a user's terminal.
[0012] The method may further comprise: receiving a request for
subscribing the keyword advertisement from a first one of the
plurality of advertisers; and using a rank of the first advertiser
in formulating terms of a keyword advertisement contract with the
first advertiser. Formulating may further comprise determining
whether to apply a discounted rate for the keyword advertisement
contract with the first advertiser.
[0013] The database in the method may further identify a plurality
of categories for at least part of the plurality of keywords such
that a subgroup of the plurality of keywords belong to one of the
plurality of categories, wherein computing the number of keyword
purchased by each advertiser is performed for the keywords of the
subgroup, and wherein ranking is performed within the subgroup so
as to generate the rank among the advertisers who have purchased
one or more keywords of the subgroup.
[0014] In the foregoing method ranking may be performed with
respect to all of the plurality of advertisers, who have purchased
one or more of the plurality of keywords that are subject to the
keyword advertisement service. The ranking may be based on the
number of keywords that are presently subject to the keyword
advertisement service. The ranking may further comprise sorting the
at least part of the plurality of advertisers further based on the
purchase date of the one or more advertisement keywords.
[0015] Using the ranks may comprise publishing the ranks so that
the plurality of advertisers can access the ranks, wherein
publishing may further publish at least one incentive for higher
ranked advertisers along with the ranks.
[0016] Another aspect of the invention provides a method of running
a keyword advertisement service, the method comprising: providing a
database comprising a plurality of keywords and a plurality of
advertisers, who have purchased one or more of the plurality of
keywords for the keyword advertisement, wherein the database
identifies one or more of the keywords purchased by each advertiser
providing a weight assigned to each of at least part of the
plurality of keywords; performing a mathematical operation using
weights of one or more keywords purchased by each advertiser so as
to generate an index for each advertiser; ranking the indexes of
the at least part of the plurality of advertisers, thereby
generating a rank for each of the at least part of the plurality of
advertisers; and using the ranks of the plurality of advertisers
for further processing. The mathematical operation may comprise at
least one of summing the weights of the one or more keywords
purchased by each advertiser and multiplying the weights of the one
or more keywords purchased by each advertiser.
[0017] In the foregoing method, the plurality of keywords may be
sold to advertisers for the keyword advertisement, wherein each
keyword sold to an advertiser is associated with an advertisement
or a keyword-linked page designated by the advertiser, wherein the
keyword advertisement is performed such that, in response to a
search using a first one of the plurality of keywords, at least one
first advertisement associated with the first keyword is displayed;
at least one first keyword-linked page associated with the first
keyword is anchor-tagged on a search result page for clicking
through to the keyword-linked page; or the at least one first
keyword-linked page is opened on a user's terminal.
[0018] The method may further comprise: receiving a search query
using a first one of the plurality of keywords; conducting a search
using the search query to obtain a search result; formulating a
search result page comprising the search result and a plurality of
anchor-tags for opening anchor-tagged pages associated with the
first keyword, wherein the ranks are used to determine an order of
the plurality of anchor-tags appearing on the search result page;
and transmitting the search result page to a user's terminal.
[0019] The method may further comprise: receiving a request for
subscribing the keyword advertisement from a first one of the
plurality of advertisers; and using a rank of the first advertiser
in formulating terms of a keyword advertisement contract with the
first advertiser. The formulating may comprise determining whether
to apply a discounted rate for the keyword advertisement contract
with the first advertiser.
[0020] The database in the foregoing method may further identify a
plurality of categories for at least part of the plurality of
keywords such that a subgroup of the plurality of keywords belong
to one of the plurality of categories, wherein computing the weight
of keyword purchased by each advertiser is performed for the
keywords of the subgroup, and wherein ranking is performed within
the subgroup so as to generate the rank among the advertisers who
have purchased one or more keywords of the subgroup.
[0021] In the method, ranking may be performed with respect to all
of the plurality of advertisers, who have purchased one or more of
the plurality of keywords that are subject to the keyword
advertisement service. The ranking may be based on the number of
keywords that are presently subject to the keyword advertisement
service. The ranking may further comprise sorting the at least part
of the plurality of advertisers further based on the purchase date
of the one or more advertisement keywords.
[0022] In the foregoing, method using the ranks may comprise
publishing the ranks so that the plurality of advertisers can
access the ranks, wherein publishing may further publish at least
one incentive for higher ranked advertisers along with the
ranks.
[0023] Yet another aspect of the invention provides a system for
running a keyword advertisement service, the system comprising: a
database comprising a plurality of keywords and a plurality of
advertisers, who have purchased one or more of the plurality of
keywords for the keyword advertisement, wherein the database
identifies one or more of the keywords purchased by each
advertiser; means for computing the number of keywords purchased by
each advertiser; means for ranking at least part of the plurality
of advertisers based on the number of keywords purchased the
advertisers, thereby generating a rank of each of the at least part
of the plurality of advertisers; and means for using the ranks of
the plurality of advertisers for further processing.
BRIEF DESCRIPTION OF THE DRAWINGS
[0024] The above and/or other aspects and advantages of the present
invention will become apparent and more readily appreciated from
the following detailed description, taken in conjunction with the
accompanying drawings of which:
[0025] FIG. 1 illustrates a method of providing a keyword
advertisement according to a conventional art;
[0026] FIG. 2 illustrates an overview of a system for providing a
keyword advertisement according to an embodiment of the present
invention;
[0027] FIG. 3 is a flowchart illustrating a method of providing a
keyword advertisement according to an exemplary embodiment of the
present invention;
[0028] FIG. 4 illustrates an example for describing a method of
measuring an advertiser history ranking according to an exemplary
embodiment of the present invention;
[0029] FIG. 5 illustrates another example for describing a method
of measuring or generating an advertiser history ranking according
to an exemplary embodiment of the present invention; and
[0030] FIG. 6 is a block diagram illustrating an internal
configuration of a system for providing a keyword advertisement
according to another exemplary embodiment of the present
invention.
DETAILED DESCRIPTION OF EMBODIMENTS
[0031] Reference will now be made in detail to exemplary
embodiments of the present invention, examples of which are
illustrated in the accompanying drawings, wherein like reference
numerals refer to the like elements throughout. The exemplary
embodiments are described below in order to explain the present
invention by referring to the figures.
[0032] FIG. 2 illustrates an overview of a system 200 for providing
a keyword advertisement according to an exemplary embodiment of the
present invention.
[0033] The system 200 for providing the keyword advertisement may
include an advertiser keyword purchase history database 201
configured to store and maintain an advertiser keyword purchase
history including mapping information between an advertiser and a
keyword purchased by the advertiser. In this instance, the system
200 for providing the keyword advertisement may generate an
advertiser history ranking for each advertisement group or for each
advertisement campaign by using the advertiser keyword purchase
history, and storing the advertiser history ranking in an
advertiser history ranking database 202.
[0034] The system 200 for providing the keyword advertisement
subsequently receives a user keyword 204 from a user terminal 203,
generates a search result 205 for the user keyword 204, and
transmits the search result 205 to the user terminal 203. Here, the
system 200 for providing the keyword advertisement may provide the
search result 205 including the keyword advertisement corresponding
to the user keyword 204, and use the advertiser history ranking for
ordering the keyword advertisement.
[0035] Specifically, the system 200 for providing the keyword
advertisement identifies and orders the keyword advertisement with
respect to the user keyword 204 using data stored by the advertiser
history ranking database 202, and transmits the search result 205
including the keyword advertisement to the user terminal 203.
[0036] FIG. 3 is a flowchart illustrating a method of providing a
keyword advertisement according to an exemplary embodiment of the
present invention.
[0037] In operation S310, a system for providing the keyword
advertisement measures and maintains an advertiser history ranking
by using an advertiser keyword purchase history. In this instance,
the advertiser keyword purchase history includes mapping
information between an advertiser and a keyword purchased by the
advertiser for each advertisement group or for each advertisement
campaign.
[0038] Specifically, the system for providing the keyword
advertisement may store the mapping information by mapping the
advertiser and the keyword each time the keyword is sold or
registered, and the mapping information may be stored and
maintained in the advertiser keyword purchase history database as
described with reference to FIG. 2. A method of generating the
advertiser history ranking using the above-described advertiser
keyword purchase history is described in detail with reference to
FIG. 4 and FIG. 5.
[0039] In operation S320, the system for providing the keyword
advertisement orders the keyword advertisement with respect to a
user query, including one or more keywords, by using the advertiser
history ranking. Here, for ordering the keyword advertisement as
illustrated in FIG. 3, the system for providing the keyword
advertisement may include operation S321 of identifying the
advertiser history ranking for each advertisement group or for each
advertisement campaign corresponding to the user keyword by
receiving the user keyword using the user terminal, operation S322
of identifying a keyword advertisement of an advertiser included in
the advertiser history ranking, and operation S323 of ordering a
predetermined number of keyword advertisements based on the rank of
the advertiser history ranking.
[0040] In this instance, the system for providing the keyword
advertisement may be adjusted so that the keyword advertisement may
be affected by the advertiser history ranking only for a keyword
group of an identical classification. Specifically, when the
advertiser holding a high rank in the advertiser history ranking
registers only the keyword unassociated with the user keyword, the
keyword advertisement of the advertiser may be excluded to be
unaffected in ordering of the keyword advertisement.
[0041] For example, when advertiser `A` registers a keyword
corresponding to various keyword groups including clothes,
electronic devices, and the like, and the user keyword is the
keyword corresponding to the clothes, the keyword advertisement
corresponding to the clothes from among keyword advertisements of
advertiser `A` is affected by the advertiser history ranking,
however, the keyword advertisement corresponding to the electronic
devices may be excluded from operation S320 of ordering the keyword
advertisement to be unaffected by the advertiser history
ranking.
[0042] In operation S330, the system for providing the keyword
advertisement generates a search result page including the ordered
keyword advertisements and transmits the search result page to a
user terminal. Specifically, the system for providing the keyword
advertisement generates the search result page and transmits the
search result page to the user terminal so that the keyword
advertisement of the advertiser holding the high rank in the
advertiser history ranking may be displayed in the high rank of the
search result page.
[0043] FIG. 4 illustrates an example for describing a method of
generating an advertiser history ranking according to an exemplary
embodiment of the present invention. Here, operation S401 and
operation S402 may be included in operation S310 described with
reference to FIG. 3 as the example of the method of generating the
advertiser history ranking.
[0044] In operation S401, the system for providing the keyword
advertisement identifies, in the advertiser keyword purchase
history, an advertiser purchasing specific keywords for each
advertisement group or for each advertisement campaign. Here, the
specific keywords satisfy a predetermined condition from among a
first condition of having a keyword association degree being
greater than or equal to a predetermined keyword association
degree, a second condition of being greater than or equal to a
predetermined number of queries and clicks of the keyword-linked
page linked with anchor tags on the sear result page, a third
condition of existing in the order of keyword advertisements
currently able to display on the search result page, and a fourth
condition of being sold to the advertiser at a price higher than or
equal to a predetermined price.
[0045] Specifically, the system for providing the keyword
advertisement may identify the advertiser purchasing the keyword
satisfying the predetermined condition from among the first
condition through the fourth condition for each advertisement group
or for each advertisement campaign. The conditions may be identical
or different for each advertisement group or for each advertisement
campaign.
[0046] Also, the system for providing the keyword advertisement may
identify the advertiser purchasing the keyword satisfying all of a
plurality of conditions from among the conditions or each of the
plurality of conditions for each one advertisement group or for
each one advertisement campaign.
[0047] Here, the keyword association degree includes at least one
keyword association degree of a first keyword association degree
calculated based on a plurality of documents, a second keyword
association degree calculated based on a query log, and a third
keyword association degree calculated by a predetermined
calculation between the first keyword association degree and the
second keyword association degree.
[0048] In this instance, the first keyword association degree is
calculated by a statistical correlation degree based on a frequency
number of keyword cross appearances in the plurality of documents,
and the second keyword association degree is calculated by a
statistical similarity degree based on a frequency number of cross
appearances of a query keyword for each session in a search engine
user query log.
[0049] For example, the first keyword association degree is
calculated in accordance with Equation 1, and the second keyword
association degree is calculated in accordance with Equation 2:
sim Dice ( t 1 , t 2 ) = f i 1 > 0 f i 2 > 0 ( f i 1 + f i 2
) i f i 1 + i f i 2 , [ Equation 1 ] ##EQU00001##
[0050] where simDice denotes a first keyword association degree, t1
and t2 denote two keywords for measuring the first keyword
association degree, and fi1 and fi2 respectively denote a frequency
number of cross appearances of the two keywords in an i-th document
of a plurality of documents;
sim pmi ( t 1 , t 2 ) = log 2 p ( t 1 , t 2 ) p ( t 1 ) p ( t 2 ) ,
[ Equation 2 ] ##EQU00002##
[0051] where sim.sub.pmi denotes a second keyword association
degree, t.sub.1 and t.sub.2 denote two keywords for measuring the
second keyword association degree, and p( ) denotes a point-wise
mutual information formula.
[0052] Also, the third keyword association degree may be calculated
using a sum of the first keyword association degree and the second
keyword association degree. Specifically, since the first keyword
association degree is calculated based on the plurality of
documents, a frequency of a common noun is relatively high and
holds a high rank in the similarity degree, and since the second
keyword association degree is calculated based on the search engine
query log, a frequency of a compound noun is relatively high.
Accordingly, the third keyword association degree may be used for
using an average value of the first keyword association degree and
the second keyword association degree.
[0053] As described above, the system for providing the keyword
advertisement may generate the advertiser history ranking, a
history ranking of the advertisers using the keyword association
degrees. Also, the system for providing the keyword advertisement
may generate the advertiser history ranking with respect to the
advertisers registering a large number of keywords contributing to
sales, such as a keyword having a number of queries and clicks
greater than or equal to a predetermined number of queries and
clicks, a keyword being currently exposable, and a keyword being
sold at a price higher than or equal to a predetermined price.
[0054] In operation S402, the system for providing the keyword
advertisement generates the advertiser history ranking by ordering
the advertiser based on a purchase order of the specific keywords
for each advertisement group or for each advertisement campaign.
Specifically, since the system for providing the keyword
advertisement generates the advertiser history ranking by ordering
the advertiser based on the purchase order of the specific
keywords, the advertiser contributing to a large number of sales
using the keyword may hold a high rank in the advertiser history
ranking, and may be provided with benefits of high priority in
display order or discounted rates by using the advertiser history
ranking.
[0055] FIG. 5 illustrates another example for describing a method
of generating an advertiser history ranking according to an
exemplary embodiment of the present invention. Here, operation S501
and operation S502 may be included in operation S310 described with
reference to FIG. 3 as another example of the method of generating
the advertiser history ranking.
[0056] In operation S501, a system for providing a keyword
advertisement assigns a weight by identifying, in the advertiser
keyword purchase history, an advertiser purchasing specific
keywords for each advertisement group or for each advertisement
campaign. Here, as described with reference to FIG. 4, the specific
keywords satisfy a predetermined condition from among a first
condition of having a keyword association degree being greater than
or equal to a predetermined keyword association degree, a second
condition of being greater than or equal to a predetermined number
of queries and clicks of the keyword-linked page linked with anchor
tags on the sear result page, a third condition of existing in an
order currently able to display, and a fourth condition of being
sold to the advertiser at a price higher than or equal to a
predetermined price.
[0057] In this instance, the system for providing the keyword
advertisement assigns the weight established for each condition to
the advertiser purchasing the keyword satisfying the predetermined
condition. Specifically, the system for providing the keyword
advertisement establishes the weight for each condition in advance,
and assigns the established weight to the advertiser purchasing the
specific keywords.
[0058] In operation S502, the system for providing the keyword
advertisement measures and stores the advertiser history ranking by
using the weight. Specifically, the system for providing the
keyword advertisement may calculate an advertiser weight for each
keyword by summing up weights for each advertiser, and generate the
advertiser history ranking by ordering the advertiser by the
advertiser weight. Similar to descriptions with reference to FIG.
4, since the advertiser contributing to sales holds a high rank in
the advertiser history ranking, the advertiser may be provided with
benefits of higher priority in display order or discounted
rates.
[0059] As described above, the method of providing the keyword
advertisement according to the present invention may induce a large
number of registrations of the keyword advertisement and prevent
abuse by providing an advertiser purchasing a large number of
association keywords for each advertisement group or for each
advertisement campaign with benefits of high priority in display
order and discounted rates, providing an advertiser that registers
a large number of keywords contributing to sales of media providing
the keyword advertisement, such as a keyword having a number of
queries and clicks greater than or equal to a predetermined number
of queries and clicks and a keyword included in an order being
currently displayable, with a large number of the benefits of the
high priority in display order and discounted rates, or providing
only the advertiser with the benefits.
[0060] FIG. 6 is a block diagram illustrating an internal
configuration of a system 600 for providing a keyword advertisement
according to another exemplary embodiment of the present invention.
Here, as illustrated in FIG. 6, the system 600 for providing the
keyword advertisement includes an advertiser keyword purchase
history database 610, an advertiser history ranking maintenance
unit 620, a keyword advertisement ordering unit 630, and a search
result page transmission unit 640.
[0061] The advertiser keyword purchase history database 610 stores
and maintains an advertiser keyword purchase history. In this
instance, the advertiser keyword purchase history includes mapping
information between an advertiser and a keyword purchased by the
advertiser for each advertisement group or for each advertisement
campaign. Specifically, the system 600 for providing the keyword
advertisement may store the mapping information by mapping the
advertiser and the keyword each time the keyword is sold or
registered, and the mapping information may be stored and
maintained in the advertiser keyword purchase history database
610.
[0062] The advertiser history ranking maintenance unit 620 measures
and maintains an advertiser history ranking by using the advertiser
keyword purchase history. In this instance, as illustrated in FIG.
6, in order to generate and maintain the advertiser history
ranking, the advertiser history ranking maintenance unit 620
includes an advertiser identification unit 621 configured to
identify, in the advertiser keyword purchase history, an advertiser
purchasing specific keywords for each advertisement group or for
each advertisement campaign, an advertiser history ranking
measurement unit 622 configured to generate the advertiser history
ranking by ordering the advertiser based on a purchase order of the
specific keywords for each advertisement group or for each
advertisement campaign, and an advertiser history ranking database
623 configured to store and maintain the advertiser history
ranking.
[0063] Also, the advertiser history ranking maintenance unit 620
includes a weight assignment unit (not illustrated) configured to
assign a weight by identifying, in the advertiser keyword purchase
history, an advertiser purchasing specific keywords for each
advertisement group or for each advertisement campaign, and an
advertiser history ranking storage unit (not illustrated)
configured to generate and store the advertiser history ranking by
using the weight instead of the above-described advertiser
identification unit 621, the advertiser history ranking measurement
unit 622, and the advertiser history ranking database 623.
[0064] The keyword advertisement ordering unit 630 orders the
keyword advertisement with respect to a user keyword by using the
advertiser history ranking. Specifically, an advertisement of the
advertiser holding a high rank in the advertiser history ranking,
that is, the advertiser having a high contribution degree to sales,
may be first ordered by ordering the keyword advertisement with
respect to the user keyword using the advertiser history ranking.
In this instance, the system 600 for providing the keyword
advertisement may be adjusted so that the keyword advertisement may
be affected by the advertiser history ranking only for a keyword
group of an identical classification. Specifically, when the
advertiser holding a high rank in the advertiser history ranking
registers only the keyword unassociated with the user keyword, the
keyword advertisement of the advertiser may be excluded to be
unaffected in ordering of the keyword advertisement.
[0065] The search result page transmission unit 640 generates a
search result page including the ordered keyword advertisement and
transmits the search result page to a user terminal. Specifically,
the search result page transmission unit 640 generates the search
result page and transmits the search result page to the user
terminal so that the keyword advertisement of the advertiser
holding the high rank in the advertiser history ranking may be
displayed in the high rank of the search result page.
[0066] As described above, the system for providing the keyword
advertisement according to the present invention may induce a large
number of registrations of the keyword advertisement and prevent
abuse by providing an advertiser purchasing a large number of
association keywords for each advertisement group or for each
advertisement campaign with benefits of high priority in display
order and discounted rates, providing an advertiser that registers
a large number of keywords contributing to sales of media providing
the keyword advertisement, such as a keyword having a number of
queries and clicks greater than or equal to a predetermined number
of queries and clicks and a keyword included in an order being
currently displayable, with a large number of the benefits of the
high priority in display order and discounted rates, or providing
only the advertiser with the benefits.
[0067] The above-described exemplary embodiments according to the
present invention may be recorded in computer-readable media
including program instructions to implement various operations
embodied by a computer. The media may also include, alone or in
combination with the program instructions, data files, data
structures, and the like. The media and program instructions may be
those specially designed and constructed for the purposes of the
present invention, or they may be of the kind well-known and
available to those having skill in the computer software arts.
Examples of computer-readable media include magnetic media such as
hard disks, floppy disks, and magnetic tape; optical media such as
CD ROM disks and DVD; magneto-optical media such as optical disks;
and hardware devices that are specially configured to store and
perform program instructions, such as read-only memory (ROM),
random access memory (RAM), flash memory, and the like. Examples of
program instructions include both machine code, such as produced by
a compiler, and files containing higher level code that may be
executed by the computer using an interpreter. The described
hardware devices may be configured to act as one or more software
modules in order to perform the operations of the above-described
exemplary embodiments of the present invention.
[0068] According to the present invention, there is provided a
method of providing a keyword advertisement and a system for
executing the method which can induce a large number of
registrations of the keyword advertisement by providing an
advertiser purchasing a large number of association keywords for
each advertisement group or for each advertisement campaign with
benefits of high priority in display order and discounted
rates.
[0069] Also, according to the present invention, there is provided
a method of providing a keyword advertisement and a system for
executing the method which can induce a large number of
registrations of the keyword advertisement and prevent abuse by
providing an advertiser that registers a large number of keywords
contributing to sales of media providing the keyword advertisement,
such as a keyword having a number of queries and clicks greater
than or equal to a predetermined number of queries and clicks and a
keyword included in an order being currently displayable, with a
large number of benefits of high priority in display order and
discounted rates, or providing only the advertiser with the
benefits.
[0070] The foregoing descriptions of specific embodiments of the
present invention have been presented for purposes of illustration
and description. They are not intended to be exhaustive or to limit
the invention to the precise forms disclosed, and obviously many
modifications and variations are possible in light of the above
teaching. Therefore, it is intended that the scope of the invention
be defined by the claims appended thereto and their
equivalents.
[0071] Although a few exemplary embodiments of the present
invention have been shown and described, the present invention is
not limited to the described exemplary embodiments. Instead, it
would be appreciated by those skilled in the art that changes may
be made to these exemplary embodiments without departing from the
principles and spirit of the invention, the scope of which is
defined by the claims and their equivalents.
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